Raised in a tightly-knit family in Amritsar, India, Sheetal Kapoor was always recognized for her inventive spirit. Her passion for design was equally matched by her love for textiles, leading her to frequently explore fabric combinations and designs. It was expected that in her twenties, she would venture into the realms of design or fashion entrepreneurship. However, it was not until two decades post-marriage, after becoming a mother of two, that she truly embarked on her entrepreneurial journey.
Transitioning from a dedicated homemaker to an entrepreneur was a significant leap for Sheetal. Initially, her days were filled with family care and household management, fulfilling the traditional roles of a housewife. Her entrepreneurial spark ignited when she accompanied her husband, Sandeep, to his office, which produced garments for major retail chains. Observing the discarded fabric samples, she saw an opportunity and began crafting kurtas, which she sold on eBay with Sandeep's assistance. Encouraged by the positive response, she expanded her venture, eventually founding SHREE, an e-commerce brand specializing in traditional and modern Indian attire.
SHREE's inception was driven by Sheetal's deep affection for traditional Indian textiles and her aspiration to broaden their appeal. She aimed to create a brand that not only honored the heritage of Indian textiles but also offered modern designs that could seamlessly integrate into contemporary lifestyles. Today, her dedication and passion have propelled her to the forefront of the fashion retail industry, with a business turnover of Dh100 million and a global network of over 140 stores. Recently, Sheetal expanded SHREE's reach to the UAE market.
Reflecting on her journey, Sheetal acknowledges the invaluable lessons learned during her years as a homemaker, including patience, resilience, and the significance of nurturing relationships. These experiences instilled in her a robust sense of responsibility and organization. Collaborating closely with her husband, who was already entrenched in the industry, allowed her to closely observe market trends and consumer behaviors.
Balancing household duties with the rigors of entrepreneurship was challenging. Sheetal had to master new skills, from basic computer operations to intricate business processes like sourcing materials and marketing ethnic wear. Financial constraints were also a hurdle, but with her husband's initial investment and unwavering support, she navigated these challenges. Despite facing skepticism as a woman in business, Sheetal leveraged her strengths in creativity, attention to detail, and customer understanding to succeed.
The Indian retail landscape, particularly the surge in e-commerce, has intensified competition in the apparel sector. To thrive, Sheetal recognized the need to excel beyond the best. After establishing a strong foothold in India, she expanded SHREE to international markets like Singapore, Qatar, Saudi Arabia, and the UAE. Each new market required adaptability to local trends and preferences.
In the UAE, SHREE's offerings are tailored to the diverse and cosmopolitan environment of Dubai. While maintaining the core essence of celebrating Indian textiles, the designs are adapted to suit local tastes and climates. The brand's latest collection, AFIFA Elegant Abaya, reflects elegance and cultural respect, blending contemporary style with traditional elements.
Sheetal's journey has been transformative, moving from a desire to preserve timeless art forms to embracing a world of entrepreneurial possibilities. Her expansion into the UAE post-Covid involved extensive research to ensure the brand's quality and pricing resonated with the local market. The meticulous efforts have yielded successful results, solidifying SHREE's presence in the region.
